The Telegraph Media Group (TMG) is one of the UK's best recognized print and digital news publishers. It includes The Telegraph newspaper that was founded in 1855 and today comprises The Telegraph website and app, The Daily Telegraph and The Sunday Telegraph print titles, and The Telegraph Edition app. Together they deliver award-winning journalism to a monthly audience of more than 20 million people, including more than half a million digital subscribers.
Like most news publishers today, TMG has a diverse business model based on subscriptions, print circulation, advertising, events and content syndication. It also has a fast-growing e-commerce division, which includes a popular travel section where readers can book exclusive vacation offers including hotels, rental homes, and cruises.
To remain competitive against traditional news sources and increased competition from the likes of social media, TMG needs to fully understand how its customers engage with content across all its channels. This is especially important for subscriber growth. For example, TMG can use this data to understand which articles are driving subscriptions and which are the most engaging for readers.
Another challenge to staying competitive TMG faced was its content syndication architecture. TMG has several content management systems that host more than 2 million articles. The effort required to integrate the multiple systems prevented TMG from maximizing the revenue opportunities and impeded distribution to media channel partners.